Search Engine Optimization: SEO is the process of affecting the visibility of a website or a web page in a search engine. Having the keywords throughout your IMC campaign will help generate and drive traffic to your website and social media channels. Along with using keywords, one should also ensure the content they are publishing is well-written and engaging. Appropriate Keywords will resulted in higher rankings and the higher the ranking the more frequently the site appears. The more frequently the site appears in searches, the more visitors it will receive. Google Analytics will reveal all types of data and will hep figure out ROI by revealing what types of messages and content the audience is responding to, when they are responding as well as who the audience is. Another wonderful thing about Google Analytics is how it also allows you to see how your competition is doing and enables you to analyze online conversation across your respective industry so you can spend time creating engaging content based off of what your current and prospective audience is demanding.
Sales revenue: This measures the efforts/contributions the brand/company dedicates towards sales. This indicator will definitely let you know if your overall IMC plan is effective in optimizing your sales revenue. It will also give you a clear indication of which channels you need to continue using to reach your audience as well as the ones that are ineffective and as a result inform you where you may need to scale back your efforts. Sales revenue will also help you determine where the traffic that leads to purchases is coming from. One can determine which channel is bring in the most purchases and referrals as well as which channels are not generating in revenue leads at all.
Social Analytics: Analytics from your Companies' social networking sites provide valuable insight regarding if you are spending your time efficiently and publishing the correct content. Analytics from blogs, Facebook pages, and Twitter accounts do a great job of showing not only what content, posts, statuses get the most views, are shared the most, but also reveals which ones are not doing well at all. Providing a clear view on where changes need to be made in the current IMC plan. If the content a company currently is producing is creating in engaging interactions with the audience, increasing sales, or tackling the overall company goals and objectives then the social analytics will surely let them know and they'll be able to begin revamping the current IMC plan.
Sunday, November 17, 2013
Friday, November 15, 2013
Using Social Media to Make NYC Fashion Week Trendier
As the Social Media Consultant for an up and coming designer going to their first Fashion Show during NYC Fashion Week, I will wear the Giuseppe stilettos that will successfully incorporate IMC & Social Media Sites to promote Fashion Week, the designer, Fashion Trends & apparel, as well as the Brand.
I am accessorizing my enormous closet of Fashion industry knowledge with my expert social media skills to create the most stylish Integrated Marketing Campaign that will build awareness for my designer by obtaining recognition from the top fashion vendors and buyers and solidify her place in the Fashion Industry while simultaneously promoting NYC Fashion Week.
I will concentrate on using the following three mainstream Social Media Channels to achieve my campaign objectives.
Instagram: This social media site has over 150 million users and is one of the most engaging social media channels. We will use the visual channel to engage and interact with our followers to show how we prepared for NYC Fashion Week, our Experience during Fashion Week, as well as our takeaways and achievements from Fashion Week. In order to foster community interaction we will promote our 7 day Fashion Week Newbie Challenge incorporating the hashtag #FWNewbieChallenge 3 days before Fashion Week in order to spread the word to other 1st Time Fashion Week attendees like our very own designer so that our followers will know the types of images that need to be uploaded during the Challenge. Crop Tops will be big in 2014 and our designer has collection dedicated specifically to crop tops and she will be highlighting it during NYC Fashion Week. An example of a photo challenge post would be "DAY 1: Put together the most fashion forward outfit using your favorite Crop Top. Then Post a pic of you in it." We will also use instagram to upload shots from runway shows, backstage peeks, our favorite out fits of the day from our very own collections, we will premiere new apparel and trends, and we will respond to @ replies from our commenters to build our community fan base. Our strategy is to focus on making our apparel and shoes interesting, appealing, different and artsy as opposed to focusing on selling the apparel.
Twitter: I prefer to solely use visually based social media channels during NYC Fashion week however I cannot escape nor deny the real time power of Twitter in generating buzz and traffic traffic to other channels. For those reasons alone, we will use Twitter to tweet other designers to build relationships, promote and share; we will use hashtags to create buzz, find our target audience and improve the results of our marketing efforts. We will also use hashtags to enhance our interactions with our followers and we will engage in "Twitter Listening" to see what our target audience is talking about during NYC Fashion Week and we will use that insight to craft our tweets.
Pinterest: Pinterest has been dubbed the "fashion-oriented social media platform" because of its rich content and the large presence of fashion brands, fashion designers, and bloggers on the channel. We will use the social media site to create boards regarding our take on 2014 fashion trends, along with boards that will give a users a sneak peek of our collections, boards that have outfit ideas inspired by us, boards dedicated to unusual things that can be used to accessorizes outfits to be more bold and cutting edge. We will pin from our favorite designers and fashion bloggers and we will also include links to the blogs and other Social Media channels of the fashion bloggers and fashion magazines that we have partnered with. Considering that our this is our designers first NYC Fashion week and the biggest opportunity to date for her to increase sales and traffic to her Brand Website, we will transform our board with the outfits we put together using our apparel into a simulated "flipboard" so when pinterest users like an outfit on that board a notification will pop up informing them that the outfit can be theirs and they can purchase now by clicking on the link that will subsequently drive them to our website. And that's not even the best part! We put the icing on the cake & made it so easy and convenient for our customers by already having everything from the outfit loaded in the shopping cart and ready to be purchased.
Two other forms of multimedia communication I chose to use are:
- Blogs: Blogs will provide us an easy way to give our users a solid chronological view into all of the preparation, planning that took place before the show; the fashion shows, our runway experiences and successes during NYC Fashion week; and our key take aways and accomplishments from the event. Blogs are also a good way to see what other designers and knowable fashion critics are saying during the show.
- Vine: There has been a steady decline in the Return of Investment in regards to creating Videos and uploading them on Youtube as well as Live Streaming during fashion week because they limit designers and do not foster enough engagement or social conversation to build a community around the brand. It takes a lot of time and money to create compelling videos on Youtube and receiving a couple thousand views is not enough when you factor in the investment and the videos do not fully reach the masses. With that being taken into account, we still want to incorporate some video but short inexpensive clips that we will allow us to think outside the box and generate innovative content and Vine let's us do just that! We like to be daring and different and do what others believe we can't so we have developed strategies to deliver the same message from the Live Streams and Youtube Videos but in short, linear edited, video clips that last a total of 6.5 seconds. We will also use the video filters to correspond with our funky moods during Fashion Week and we will also foster competitions on the site that challenge our target audience members to create clips of their best catwalk down the runway as well as a video collage of our users sporting different outfits that all highlight one 2014 fashion trend (like birkenstocks or chiffon).
To measure the success of our campaign, we will track our analytics before, during, and after NYC Fashion Week to get a better understanding of which Social Media Channels were truly instrumental in helping us achieving our Campaign goals.
Social Media Planning for Say Goodbye to Adios!
I love speaking & teaching Spanish and learning about the Spanish culture. My passion to help people acquire Spanish as a secondary language along with my experience working as an Interpreter for several years led me to develop my own Spanish language service, Say Goodbye to Adios. I designed the company website in late July and I had all of my lesson plans, workshops, and social gathers planned out. I thought I knew enough about Social Media to go ahead & start profiles on popular Social Networking Sites for my company, however around the 2nd week of the semester, I quickly learned that there was so much more planning and brainstorming that needed to take place if I were to have a successful Social Media Campaign.
Needless to say, I haven't officially launched the site yet & I'm glad I waited. Now, I am more of an expert at planning a successful Social Media Campaign for my company. I have the necessary tools and skills needed to carry out my overall objectives.
The U.S. Department of Labor expect employment of interpreters and translators to increase 22% between 2008 and 2018!
Now you're thinking to yourself "...Mmmm why Spanish and not French?" Latinos are currently the nation's LARGEST minority group; accounting for half of the nation's population growth! With 40 million Hispanics in the U.S. today and an estimated annual growth of 4.65%, the Latino community will add 1.7 million people to its population every year! What better time than NOW to learn Spanish?
On my website I've established 4 primary ways in which acquiring Spanish as second language can benefit my audience:
- Spanish language Skills will allow you to travel and open you up to culture & entertainment that you would not be able to access.
- A second language will look good on your transcripts & give you an edge in a competitive environment especially when applying to universities, grad school, law school and medical school.
- Accomplish your goal of being able to read, write, understand and fluently speak Spanish. It's never too late to learn.
- Speaking Spanish in Global Economy will make you more attractive to employers and more valuable to your company once you land a job.
While I would say my overall target audience is general, I do have certain groups I want to reach out to and they include: middle & high school students looking for a Spanish tutor, College students who need a Spanish tutor, students in the middle school age to college age range who want to enhance their Spanish speaking skills, Individuals who want to specialize in Educational Interpreting, Medical Professionals who want to learn or enhance their Spanish specifically medical terminology, Individuals who want to learn the art and ethics of interpreting, and Companies who need a Contract Interpreter/Translator. Taking these demographics into account, I have decided to use the following Social Networking Sites:
- Facebook- create personal relationships, it has more users from all demographics & it's perfect for me to educate current and future students about lesson plans/objectives to foster their language acquisition and to develop a brand voice. One of the main reasons I want to have a solid Facebook page for Say Goodbye to Adios is because it is the best site for chronicling the successes of my students and clients
- Twitter- the best way to monitor my conversations with my followers, I can use hashtags to create leads that will help other prospectives find me and add to the conversation. In my opinion, this is a perfect site for me to not only interact with my clients and students but to network with others who have the same company or objective as me as well.
- Instagram - I am a visually stimulated person so It's no surprise that I want a SNS that allows me to incorporate visuals. I would include promotional material, words of the day posts (since instagram has video now and there are apps that allow to combine video and photos) where I will have the photo of the word and its definition and a video with audio of its pronunciation. I also want to post photos of my interactions with my students along with photos from my workshops and social outings.
- A blog (i have yet to decide which platform)- I want to do a blog because this will be something for all clients to go back to and will help foster their learning, enhance their language skills, and assist in ensuring that the students don't "fall out of touch" with what they are learning
- Youtube (this is going to take a lot of planning before launching on this site)- I want to post videos regarding correct pronunciations, as well as the etiquette involved in interpreting as well as best practices for the professional interpreter.
- Linkedin- a formal "professional" profile. WIll help me get contract interpreting and translating work. I can also market and promote my workshops and learning classes.
- Pinterest To also promote the Spanish culture and teach my clients and students about different Hispanic cultures-there culture is very unique and it is necessary to understand the "general" Hispanic culture in order to truly be successful. I am also a very creative person so this will allow me to come up with creative learning techniques.
I plan on integrating my SNS as well in order to promote traffic from one site to another. Some of the helpful websites that help me generate content and plan my Social Media Campaign for Say Goodbye to Adios are
I get a lot of inspiration and insight from these websites. The relevant and key information from these sites help me to come up with planning for my campaign.
Social Media Campaign for Say Goodbye to Adios
- Create a video mini-series regarding the etiquette of interpreting in the medical field and post on the Youtube channel.
- Have several pinterest boards promoting Hispanic heritage and culture (for example: one highlight hispanic countries, foods, social cultural practices, Hispanic holidays, religions, health & lifestyle)
- Have #SlangSaturdays on Twitter. Followers will tweet me slang English idioms or phrases in which they want translated into Spanish (no profanity or cruel sayings) and I take what they request and make a clip translating the idiom or phrase and post it on the instagram page (embed on Twitter) as well. i'll also interact with followers and get them to teach me some phrases.
- Keeping the Brand voice consistent, I would post a slang phrase I picked and discuss the origins and provide examples of correct usage as well as video content on the Facebook page.
- On Cinco de Mayo, i will host a contest in which my students, clients, followers will submit a 2 minute video on Youtube highlighting how they immersed themselves in the Hispanic culture to celebrate Cinco-de-Mayo. THE KEY factor is the entire video has to be in Spanish.
- Have "Testimonial Tuesdays" throughout the entire Social Media Campaign. On Facebook and the blog-will highlight a student's testimony regarding how learning spanish has benefited them. On twitter using hashtag #TestimonialTuesdays, users will tweet how spanish has benefited them. On Instagram, users will post a picture or video clip of them Incorporating the Spanish learning skills. On linked in and youtube, I will post a success story from some one highlighting how spanish has changed their life.
- Do a how-to series on Youtube for individuals interested in becoming professional interpreters
- Have Fit Fridays- throughout all Social Media outlets, I will post content centered around health issues that affect Hispanics (for general knowledge as well as for those who want to be Interpreters and for Medical Professionals who have high Hispanic patient populations), medical/health/fitness terminology, healthy hispanic dishes, Hispanic exercises.
- On the blog, I will post weekly tips for Medical Professionals & Hospitals who market and interact with Hispanic community
- Interact with as well as promote other Spanish Learning Companies on Twitter
- Host a seminar that helps bilingual individuals get interpreting and translating jobs. Promote the seminar on the Social Networking Sites.
- Document and highlight all of the company social outings with students and clients on Social Media, Also promote students and clients posts as well
- Use relevant articles regarding news and issues in the Hispanic Community to solidify my credibility
- Highlight businesses and companies that do a great job of reaching out to the Hispanic Community by incorporating Hispanic Community Marketing data and information.
- Use social networking sites to promote and share Say Goodbye to Adios stewardship and volunteer efforts. For example, I want to host a workshop where I help native hispanic speakers create resumes in both English/Spanish as well as give them tips on finding a job. Reach out to celebrities and public figures to assist in accomplishing goals.
- Have a day dedicated to Hispanic Dishes, recipes and highlight restaurants. I love spanish food so Ill create a board on Pinterest. POST dishes on instagram. Generate hispanic food buzz on Twitter. Ill do a Hispanic Restaurant Report Card (something I used to do when I worked for the news) where I will go to Hispanic restaurants interact with the owner/chef in both english/spanish if possible) and sample a popular dish and give my rating. Also if the restaurant agrees provide a discount/promotion for those followers who watched the video on Youtube and the blog and Facebook page.
- Also use my Social Media profiles to highlight current Hispanic events and social outings for those who truly want to immerse in the culture
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